Vol. 1, no 5, May 2014

Intell-Écho Thematic Information Bulletin

Publication of the Economic Information Observatory (EIO) for Regional Cooperation

between Atlantic Canada and Saint-Pierre and Miquelon, France

Saint-Pierre and Miquelon : p. 1 Atlantic Canada : p. 5

Collaboration

The Economic Information Observatory (EIO) for Regional Cooperation between

Atlantic Canada and Saint-Pierre and Miquelon

Intell-Echo: Thematic Information Bulletin

Are you looking for business opportunities in the region? FCCC-AN and CACIMA can facilitate your exploration and partnership initiatives.

(see contact details on page 8)

Collaboration

Intell-Echo, vol. 1, no. 4, 2014 ISSN 2292-518X

Québec

Atlantic Canada – 4 provinces:

Prince Edward Island (PEI), New Brunswick (NB), Nova Scotia (NS), Newfoundland and Labrador (NL)

The Economic Information Observatory is a regional cooperation project established between Atlantic Canada and Saint-Pierre and Miquelon. The publication of this information bulletin is made p o s s i b l e through the sponsorship of the Atlantic Canada Opportunities Agency and its various programs supporting research initiatives, linguistic minorities and business development, and the Province of New Brunswick as well as the Université de Moncton, Shippagan Campus, and the Prefecture and Territorial Council of Saint-Pierre and Miquelon.

Editorial Production: Project Lead: Dr. Monica Mallowan, PROVIS Observatory, Université de Moncton, Shippagan Campus, Shippagan, NB, Canada. observatoirePROVIS@umoncton.ca © PROVIS Observatory 2014.

Information Policy: The aim of this project is to provide useful information to stakeholders seeking to promote regional cooperation between Atlantic Canada and Saint -Pierre and Miquelon. Information supplied herein may be used on the condition that the Intell-Écho bulletin be cited as a source.

Responsibility: The project team is not responsible for the information resources supplied in this bulletin (content, links, changes, updates, most recent statistical data) nor for decisions or actions undertaken based on information supplied herein.

In this issue:

The Tourism Sector: Key Figures

6

Industry Highlights and Trends

7

Map of Tourism Attractions

8

Tourism in Atlantic Canada

Strategic objectives for

tourism in Canada

Promotion

Access

Product

Workforce

Canadian tourism at a glance (at the national level)

- Canada ranks 8th among 140 countries for tourism sector competitiveness

- 17th most popular global tourism destination

- 2nd-favourite destination of French travellers after the USA (423,000 arrivals in 2012)

- Tourism is a $32 billion industry

- $81.7 billion in receipts generated by the tourism industry in 2012

- 1.7 million jobs in tourism

5 tourism industry subsectors: hotels, restaurants, recreation and entertainment, transportation, travel services

PEI

169.3

NB

395.1

NS

484.3

NL

73.2

Thanks to the region’s numerous attractions and the hospitality of its inhabitants, the appeal of its many festivals, historic sites, and national and provincial parks as well as its scenic drives and extensive recreational facilities, the tourism industry in all four Atlantic Provinces continues to grow steadily. However, the diversification potential of this sector also remains considerable in light of recent highly promising trends among destinations in the region, including slow and experiential tourism, Aboriginal tourism and regional cruises.

A new global tourism record in 2012: 1.035 billion international arrivals (World Tourism Association and United Nations Statistical Commission)

National forecasts

25% of Canadians would like to travel more

68% of Canadians are planning a tourism trip within the next 12 months

66% of Canadians are planning a business trip within the next 12 months

Total international visitors to Atlantic Canada (in 000’s, 2012)

United States 1,016 / 14,643 tot. Canada

International 305 / 5,504 tot. Canada

Total 1,321 / 20,147 tot. Canada

International tourism expenditures in Atlantic Canada (in $ millions, 2012)

United States 386 / 6,061 tot. Canada

International 290 / 5,725 tot. Canada

Total 676 / 11,786 tot. Canada

Total visitors to Atlantic Canada (arrivals per

province in 000’s, 2012)

The Tourism Sector: Key Figures

Page 6 Intell-Echo, 1, 4, 2014

Collaboration

3%

Travel services 2,615

13%

Hotels 13,675

15%

Recr. & entertainment 15,320

16%

Transportation 16,605

54%

Restaurants 56,235

Tourism GDP in Atlantic Canada

(2011)

121M 438M 683M 316M

PEI NB NS NL

Atlantic Canada breakdown by sub-sector, in $ millions (2012)

Breakdown by province, all sub-sectors combined, in $ millions (2012)

Travel services Transportation Hotels

Restaurants Recreation & entertainment

PEI NB NS NL

Breakdown by sub-sector and province (in $ millions)

Jobs created by sub-sector in Atlantic Canada (2012)

PEI Charlottetown 296,000 NB Fredericton 290,000 Moncton 589,000 Saint John 216,000

NS Halifax 3,506,000 NL Gander 124,000 St. John’s 1,413,000

Air passenger traffic at regional airports

(2012)

Total European visitors to the region (2013)

PEI 176

NB 9,698

NS 46,474

NL 20,471

2013: 5.3% increase in number of passengers through Moncton International Airport

Hotels Restaurants Recreation & entertainment

Transporta-tion

Travel services

PEI 48.9 79.7 47 39.1 0

NB 167.2 368.3 122.9 235 10.6

NS 255.7 508.7 169.7 386.1 44.7

NL 126 261.2 56.3 272 19.1

0100200300400500600

PEI

NB

NS

NL

4932436683 32606

24900 21872

Average annual wagesby sub-sector (2012)

Page 7 Intell-Echo, 1, 4, 2014

Collaboration

TRAINING PROGRAMS FOR THE TOURISM INDUSTRY

PEI Bach. of Business in Tourism and Hospitality University of PEI Tourism and Travel Management Holland College

NB

Bach. of Appl. Mgmt. in Hospitality and Tourism University of NB

Bachelor en gestion du loisir, sport et tourisme Université de Moncton Hospitality and Tourism Operations NB Community College Online program (Tourisme et culture) Collège communautaire du NB Hospitality Management Atlantic Business College

NS

Tourism Management NS Community College

Bach. of Hospitality and Tourism Management Cape Breton University Bach. of Tourism and Hospitality Management Mount Saint Vincent University

NL

Bachelor of Arts, Tourism Studies Memorial University Hospitality Tourism Management College of the North Atlantic Tourism and Hospitality Eastern College Travel, Tourism and Hospitality Academy Canada Career College

ABORIGINAL TOURISM showcases

the ancestral culture and traditions of our First Nations, helping to preserve their heritage while also creating opportunities for sharing traditional Aboriginal activities with visitors. Atlantic Canada has four First Nations made up of 34 communities. Among the many Aboriginal festivals and celebrations taking place each year throughout the Atlantic Provinces, pow-wows are a major draw, with visitors learning about the rituals, song, dance, arts and crafts, and culinary traditions of the First Nations. Aboriginal tourism networks in the region: - MACS (NS) www.mikmaqculture.com - Metepenagiag Heritage Park (NB) www.metpark.ca - Tourism Nunatsiavut (Labrador) www.tourismnunatsiavut.com

Cruise ship industry Cruise ship passengers at

major ports in Atlantic Canada (2012)

PEI

Charlottetown 95,991

NB

Saint John 166,616

NS

Sydney 99,372

Halifax 252,121

NL

Corner Brook 19,142

St. John’s 18,661

The cruise ship industry contributed an estimated $90.8 million to Atlantic Canada’s economy in 2012. A 10.2% growth trend has been noted in this sector since 2010. Cruise ship passenger and crew arrivals in the region totalled 925,000 for the 2012 tourism season. These passengers spent approximately $46 million in Atlantic Canada in 2012.

Tourism Industry Highlights and Trends

SLOW TOURISM provides travellers an

opportunity to escape the stress of fast-paced daily life and embrace tourism offerings that help them to adopt a different mindset so they can truly savour destinations, meals and activities in the company of their fellow travellers. Through slow travel and slow tourism, people take in their surroundings at a relaxed pace with an emphasis on authentic experiences and taking the time to thoroughly appreciate their destination. Slow travel and slow tourism intermingle with their focus on the ecological and human dimensions and on creating real connections with places and people while travelling in ways that are easier on the environment.

A different approach to travel: the regional slow cruise industry Tourism: a key industry from a regional perspective

Tourism creates wealth, develops our regions and fosters a positive image for our people. Communities also see visitors coming to them to consume products on-site, the impact of which goes beyond that of the tourism product itself to include gas, meals, entertainment and everything else that people tend to spend their money on when they travel. For many travellers, vacation means escape from city life, which, for once, positions rural regions favourably to compete against urban destinations. Because sustainable tourism products are founded on authenticity, a sound tourism strategy involves showcasing existing offerings with a focus on what makes us different and why the trip is worth it. For Acadia, the combination of our cultural identity and the coastal experience is a recognized tourism motivator. Understandably, the Commission du tourisme acadien seeks to achieve clarity of our message as well as consistency on the ground. It is consequently crucial to identify and support the champions who are positioned to coordinate their efforts at the regional level and build networks of solidarity that reach far beyond the tourism industry. This requires foresight, and the industry needs training programs that can guide young people who have a vision and a sense of adventure in exploring the available opportunities and bringing new products to market by ensuring that they are effectively connected and trained on new media and ready to implement tangible development strategies in tourism, recreation and hospitality. The Acadian experience is a product that continues to offer great potential; it is up to us to take advantage of this.

Robert Landry, Directeur général/Executive Director Commission du tourisme acadien du Canada Atlantique

Page 8 Intell-Echo, 1, 4, 2014

Mme Janick Cormier 4, boul. Constant Colmay, BP 4207 97500 Saint-Pierre & Miquelon From Canada: Tel.: 0 11 508 41 05 30 From France: Tel.: 05 08 41 05 30 E-mail: secretariat@cacima.fr Web: www.cacima.fr

M. Robert Audoux 333 Acadie Avenue

Dieppe, NB E1A 1G9 From Canada: 1 506-877-5014 From France: 00 1 506 877 5014 E-mail: direction@ccfcra.ca Web: www.ccfcra.ca

If you are seeking business

opportunities in this region,

CACIMA and FCCC-AN

can facilitate your business

prospection process and help

with establishing new

partnerships

Principal sources of information utilized in this bulletin: Foreign Affairs, Trade and Development Canada; Industry Canada; Statistics Canada; European Commission

Tourism Attractions in Atlantic Canada

The following links may interest you if you are seeking to do business in this industry in Atlantic Canada

Tourism Industry Association of Canada (TIAC): http://tiac.travel/ Tourism Industry Association of New Brunswick (TIANB): www.tianb.com Travel and Tourism Research Association (TTRA) Canada: http://ttracanada.ca Hotel Association of Canada: www.hotelassociation.ca Canadian Tourism Commission: http://en-corporate.canada.travel Canadian Tourism Resource Guide: http://tourismguide.ca

PEI Dept. of Tourism: www.gov.pe.ca/tourism/index.php3 NB Dept. of Tourism: www2.gnb.ca/content/gnb/en/departments/thc/tourism.html NS Dept. of Tourism: http://novascotia.ca/econ/tourism/tourism-stream.asp NL Dept. of Tourism: www.tcr.gov.nl.ca/tcr/tourism/index.html

Legend

International airport

Cruise ship port

First Nations community

Acadian communities

World Heritage Site

National park

Kouchibouguac National Park Caraquet

Fundy National Park

Sable Island National Park

Cape Breton Highlands

National Park Prince Edward Island

National Park

Gros Morne National Park

Terra Nova National Park

Torngat Mountains National Park

Joggins Fossil Cliffs

Landscape of Grand-Pré

Old Lunenburg

L’Anse aux Meadows National Historic Site

Red Bay Basque Whaling Station

Fredericton

Moncton

Saint John

Halifax

Charlottetown

Sydney

St. John’s

Gander

Corner Brook

Collaboration

Intell-Echo Thematic Information Bulletin

Publication of the Economic Information Observatory (EIO) for

Regional Cooperation between

Atlantic Canada and Saint-Pierre and Miquelon, France